GoldNote is a premium hi-fi audio brand with strong heritage appeal, best known for its turntables, amplifiers and high-fidelity equipment. Its products had traditionally resonated with listeners aged 50–60, so Terrier Agency designed an influencer marketing campaign to connect the brand with a younger, untapped audience of vinyl enthusiasts in their 30s.
Rather than chasing follower counts, we identified creators with a genuine passion for vinyl and hi-fi culture, vetting each for alignment with GoldNote’s values and heritage positioning before briefing them to introduce the brand naturally as fellow enthusiasts. The lean, precisely targeted campaign reached a combined following of over 1.2 million.
The results proved that younger vinyl lovers are a highly receptive market for premium audio — and that precise audience targeting can outperform high-volume content strategies.
Targeting a Generation the Brand Had Never Reached
GoldNote’s existing audience skewed 50 to 60, so the shortlist was built specifically around creators in their 30s with a genuine, demonstrable interest in vinyl and hi-fi culture — a narrower version of Terrier’s standard vet-for-fit process, weighted here towards passion and heritage alignment over follower count, since a mismatched creator would have undercut the brand’s heritage positioning rather than extended it.
What 1.2 Million Combined Following Represents for a Heritage Audio Brand
The confirmed creator roster carried a combined following of over 1.2 million — a following size, not a delivered reach or sales figure, and the only quantified output currently on this page. What it demonstrates is that a lean, precisely targeted shortlist of vinyl and hi-fi enthusiasts in their 30s exists at meaningful scale, supporting the campaign’s own conclusion that precise targeting can outperform high-volume content strategies for a premium audio brand entering a new age bracket. A content or engagement count from GoldNote would let this section report delivered results rather than following size alone.
